These graphic identity standards are designed to help all members of the Ferris State University community represent Ferris consistently and well in all mediums and to all audiences.

The standards outlined in these pages relate to the appropriate use of Ferris' Wordmark, logos, official colors and their layout in materials such as business cards, letterhead, publications, signs and the like. Application of these standards is the best way to create a strong, united identity for Ferris State University -- by visually relating our individual efforts to the entire Ferris community.

In the list below, all acceptable versions of Ferris State University graphic elements are explained and provided as direct downloads in EPS, JPG and PNG formats. These are the only approved versions of the university's graphic identity. All modified or off-standard graphic elements must be approved by Marketing Communications prior to production.

Distorted reproductions of the images below are considered off-standard, as they diminish both the quality of the materials and the image of the university. If you need assistance to use any of the resources provided here without distorting them, please contact Christa Bull at (231) 591-2332 or ChristaBull@ferris.edu, or Nate Clark at (231) 591-2557 or NateClark@ferris.edu.

Please be advised that the items provided for download below are intended only for appropriate use by university personnel and are subject to trademark and licensing restrictions in commercial applications. Please contact Anne Hogenson at (231) 591-2333 for more information.

Logos

The following logos represent all of the acceptable variations of Ferris State University's official logos. Each logo is available for download as a .zip folder (containing the logo in EPS, PNG and JPG file formats) via the links in the column at right.

Distortion or deliberate modification of the files offered for download here is prohibited. Please contact Christa Bull (x2332) or Nate Clark (x2557) for assistance using these graphics without distortion.

Box Flame

The Box Flame Logo is the primary approved graphic identifier for Ferris State University. It is featured on official university publications and is the best way to help viewers identify new materials with Ferris State University.

A variation of the 125th anniversary logo honoring Woodbridge N. Ferris, the Box Flame replaces the Torch logo, an extract of the Ferris State University Seal, which is no longer approved for new uses. For economy, members of the Ferris community are encouraged to continue using stock of old materials that feature the Torch (such as letterhead and note cards) but to replace them with materials using the Box Flame when the old stock runs out.

Acceptable variations: All-red, all-yellow and all-black versions of the Box Flame Logo are acceptable, but only for one- or two-color presentations. In four-color printing, colors may not be substituted or rearranged (e.g., black for yellow or red on right) and should use the four-color standard Box Flame specifications. Reverse out (all white) is acceptable only in special situations. Please contact Christa Bull (x2332) or Nate Clark (x2557) for acceptable terms of use of the all-white box flame.

Wordmark

The Ferris State University Wordmark may be arranged in three distinct ways shown here: centered and stacked, stacked, and in one line. The wordmark is often used in conjunction with the Box Flame Logo to create a signature line (see below).

Acceptable variations: The approved colors for the wordmark are black, yellow, red and white. Use of any other color is prohibited.

Approved wordmark variations are shown here against the appropriate background colors for their application. For readability, a yellow wordmark should not be used against a white background. Similarly, a red wordmark should not be used against a black background. However, both yellow and white wordmarks preserve readability against a black background.

Wordmark with Tagline

The Ferris State University Wordmark may be accompanied by the official tagline "Imagine More." Please note that the tagline now uses the Melior typeface in italic capital letters for a cleaner and more professional presentation. Previously, the tagline used the script typeface Marydale, which is no longer permitted for new uses.

Accepable varations: The wordmark with tagline is available in one line or stacked. The tagline may not be used with the centered and stacked wordmark. Approved colors for the wordmark with tagline are black, yellow, red and white. Use of any other color is prohibited.

Box Flame Wordmark

The Box Flame Wordmark combines Ferris' official wordmark and the Box Flame Logo. No variation in the proportion and spacing of the logo and wordmark is permitted in this combination, and use of separate logo and wordmark files to recreate the Box Flame Wordmark is prohibited. The files available here provide all acceptable versions of the Box Flame Wordmark.

Acceptable variations: The Box Flame Wordmark is available in centered, stacked and single-line versions. All-red, all-yellow and all-black versions of the Box Flame Wordmark are available upon request.

Colors may not be substituted or rearranged and should follow the four-color standard Box Flame specifications whenever possible. Reverse out (all white) is acceptable only in special situations. Please contact Christa Bull (x2332) or Nate Clark (x2557) for acceptable terms of use of the all-white box flame wordmark.

Box Flame Wordmark Tagline

The Ferris State University Box Flame Wordmark with Tagline combines three official Ferris graphic identifiers: the Box Flame, wordmark and tagline. The Box Flame Wordmark with Tagline is approved for use in stacked and one-line variations only. No variation in the proportion and spacing of the logo and wordmark is permitted in this combination, and use of separate logo and wordmark files to recreate the Box Flame Wordmark is prohibited. Combination of the Box Flame, wordmark and tagline in a centered and stacked variation is specifically prohibited. The files available here represent all acceptable versions of the Box Flame Wordmark.

Acceptable variations:The Box Flame Wordmark with Tagline is approved for use in the following color variations: with black wordmark and tagline, with black wordmark and red tagline, and with white wordmark and tagline. The full-color version of the Box Flame should be used in this combination whenever possible. Please contact Christa Bull (x2332) or Nate Clark (x2557) for approval of any other variations of the Box Flame Wordmark with Tagline.

Co-Brand Wordmark

The Co-Brand Wordmark features the stacked variation of the Box Flame Wordmark above the official name of a university unit, with a red line as a separator. Co-Brand Wordmarks must be made to order by Marketing and Communications.

No variation in the proportion and spacing of the logo, wordmark, separator line or university unit typeface is permitted in this combination. Any re-creation or variation of the Co-Brand Wordmark created by Marketing and Communications is specifically prohibited.

Co-Brand Wordmark

To order a Co-Brand Wordmark, please contact Christa Bull at x2332 or ChristaBull@ferris.edu.

Ferris Bulldog

The Updated Bulldog Logo is approved for use by Ferris Athletics, Admissions and Alumni Associations. Use by other university units without specific permission by Marketing and Communications is prohibited.

The Updated Bulldog Logo replaces all previous Athletics logo art, including previous versions of the Bulldog Logo, in all cases.

Acceptable variations: The Bulldog Logo is approved for use in the color variations provided here. Use of any other color is prohibited.

The Bulldog may not be used in conjunction with or close proximity to the Box Flame Logo, even by university units approved to use the Bulldog Logo.

Peeking Bulldog

The Peeking Bulldog Logo is approved for use by Ferris Athletics, Admissions and Alumni Associations. Use by other university units without specific permission by Marketing and Communications is prohibited.

Acceptable variations: The Peeking Bulldog Logo is approved for use in the color variations provided here. Use of any other color is prohibited.

The Peeking Bulldog may not be used in conjunction with or close proximity to the Box Flame Logo, even by university units approved to use the Bulldog and Peeking Bulldog logos.

University Seal

Only the Office of the President is authorized to use the University Seal. Rarely, other uses may be acceptable on a case-by-case basis, with approval from Christa Bull (x2332).

Exclusion Area

Exclusion Area Graphic

Blank space that measures at least the height of the "F" in the Ferris wordmark must be left around all Ferris graphic identifiers. Crowding or printing over Ferris graphic identifiers is specifically prohibited without approval from Christa Bull (x2332).

Examples of Inappropriate Use

Use Graphic Elements to Make Logo

Crowd and compete with University Logo

If a program or initiative is funded by Ferris State University, all publications, signage and other communications to external audiences should feature the Ferris graphic identity without competition from other graphic identities.

It is possible for programs and initiatives to create sub-brands derived appropriately from the larger Ferris graphic identity. These must be approved on a case-by-case basis or originally developed by Marketing and Communications as part of a project request.

Old Logo

Bulldog in Rectangle

The new wordmark is very similar to the previous version. It has been kerned (spaces between letters have been adjusted for maximum aesthetic appeal) and sized appropriately for use with other graphic Ferris graphic identifiers, such as the Box Flame Logo.

For economy, members of the Ferris community are encouraged to continue using stock of old materials that feature the Torch (such as letterhead and note cards) but to replace them with materials using the Box Flame when the old stock runs out. New uses of the Torch Logo are specifically prohibited.

Use of the previous tagline in the script typeface Marydale is no longer permitted for new uses.

The previous version of the Ferris Bulldog Logo was more casually drawn, with sketch lines on the interior of its mouth and nose. The collar was colorless and the “F” on its tag was black. The Updated Bulldog Logo maximizes the visual impact of the Bulldog. New uses of the previous version of the Ferris Bulldog are not permitted.

Busy Background

Low Contrast Gradient

Wordmarks and logos are difficult to recognize when used over backgrounds that compete with them visually. Please contact Christa Bull (x2332) or Nate Clark (x2557) if you need assistance selecting or placing a graphic identifier.

Stretch and Skew

3D Effects

Skewing, stretching or other distortion of Ferris graphic identifiers is prohibited. The proportion of graphics is easily preserved by pressing the SHIFT key while resizing.

Application of effects such as drop shadow, inner shadow, outer glow, bevel, emboss and feather to any Ferris graphic identifier is specifically prohibited.

Official Ferris publications must use recommended fonts. Primary fonts are Melior and Avenir. The only acceptable alternative typefaces are Times New Roman and Arial. However, these alternatives may not be used to replicate any of Ferris wordmarks provided above as image files.

In letterhead and on title or other prominent displays of the Ferris identity, image files of the wordmark must be used.

Alternate Co-brand

Bulldog Additions

Titles of individual university units or initiatives may not obscure or compete with the larger Ferris name and identity.

It is never permissible for text or other objects to overlay a university wordmark or logo. Superimposition of items into the "mouth" of the Bulldog Logo is specifically prohibited.

Pixelated Logo

Altered Proportions

Blurred or pixelated graphics are inappropriately used. This form of distortion is easily preventable when a downloader selects the appropriate file type.

No variation in the proportion and spacing of the logo and wordmark is permitted, and use of separate logo and wordmark files to recreate the Box Flame Wordmark is prohibited. The files available on this page provide all acceptable variations and combinations of the Box Flame Logo, wordmark and tagline.

It is acceptable to use a large Box Flame as an independent graphic element, as long as it is not used in conjunction with the wordmark. A large version of the Box Flame graphic is available for this purpose -- contact Christa Bull (x2332) or Nathan Clark (x2557).

Type over Box Flame

Grayscale Box Flame

It is never permissible for text or other objects to overlay a university wordmark or logo. Superimposition of images and text over the Box Flame is specifically prohibited.

Reproduction of the full-color Box Flame in black and white or grayscale is prohibited. All-black or (with permission) all-white versions are appropriate for black and white printing.

Please note that, like all graphic standards, this guideline does not apply to internal or reference documents, in which existing full-color publications might be reproduced in black and white on a copy machine for economy.

Colors

The official colors of Ferris State University are the specific shades of Crimson ("Ferris Red") and Gold ("Ferris Gold") defined below. These specifications ensure consistency between our many representations of Ferris and help avoid accidental duplication of the official colors of other institutions.

Official publications and Web pages representing Ferris State University and made possible by university funding are required to apply these colors appropriately. With the exception of photography and white space, use of dominant colors other than the Ferris colors is prohibited.

Approximation or variation of these shades is prohibited without special permission by Marketing and Communications. Contact Christa Bull (x2332) or Nathan Clark (x2557) for assistance with appropriate use of color.

Ferris State University Colors

Ferris Red:

PMS (Pantone Matching System) 200C

CMYK (used when printing)

Cyan: 00Magenta: 100Yellow: 63K (black): 12

RGB (used for digital documents)

Red: 186Green: 18Blue: 43

Hexadecimal (used for Web coding): #CC0033

Ferris Gold:

PMS (Pantone Matching System) 123C

CMYK (used when printing)

Cyan: 00Magenta: 24Yellow: 94K (black): 00

RGB (used for digital documents)

Red: 252Green: 201Blue: 23

Hexadecimal (used for Web coding): #FFCC00

Typography

Primary Type Graphic

Alternative Type Graphic

The official fonts of Ferris State University are Melior and Avenir.

Melior is the serif typeface used for the official wordmark and (in italics) tagline.

Avenir is a sans-serif typeface used for headlines or callouts. Either Avenir or Melior is acceptable for body text. All university stationery components feature both fonts. For internal or routine communications, Helvetica or Arial may be substituted for Avenir, Palatino (Linotype) or Times New Roman may be substituted for Melior. These alternate typefaces may not be used to replicate the wordmark -- one of the wordmark image files provided on this page should always be used instead.

Business Cards

Official Ferris business cards, letterhead and envelopes must follow a precise format and design that only the Ferris Copy and Print Center (x5914) is authorized to produce.

Letterhead

Letterhead

A Microsoft Word template that provides the correct margins for official Ferris letterhead may be downloaded here. Please note that the graphic elements of the letterhead are not included in this template, which is provided only for formatting purposes. Most university units provide employees a supply of official stationary which is ordered from the Copy Center.

Envelopes

Envelopes

Templates

PowerPoint® Slide Templates

PowerPoint Pages

PowerPoint® presentations should adhere to graphic standards and must always include one of the Ferris State University signature lines. Ferris Red and Ferris Gold should be the primary colors used, and font usage restricted to approved Ferris fonts when available. To acquire templates or for advice on the development of PowerPoint® presentations, contact Christa Bull at x2332 or Nate Clark at x2557.